Hilton unveils first properties under new Apartment Collection brand

Dive Brief:

The first two properties under Hilton’s Apartment Collection brand are now accepting reservations. They include Scout Living PCM, Placemakr Atlanta, Apartments by Hilton, and Placemakr Salt Lake City Downtown, Apartments by Hilton, according to an email shared with Hotel Dive.
Launched in partnership with apartment hospitality brand Placemakr, Apartment Collection by Hilton debuted earlier this year. The partnership will add as many as 3,000 units to Hilton’s system, the company detailed at the time of the announcement.
Hilton expects to see “strong growth” for the Apartment Collection brand, with additional properties joining the portfolio as the company looks to capitalize on the “popularity of the apartment-style hospitality market,” according to the email. This announcement also comes as competition intensifies in the apartment-style accommodations space.

Dive Insight:

Apartment Collection by Hilton properties offer fully furnished studios to four-bedroom apartments with kitchens, separate living areas and on-site laundry facilities, as well as an on-site team to provide guest support, per the email. The properties are integrated into Hilton’s booking system and also participate in the Hilton Honors program, which had more than 235 million loyalty members as of January.

Scout Living PCM, Placemakr Atlanta in Georgia is situated within Ponce City Market, located in the city’s historic Old Fourth Ward, which is home to local shops and cultural attractions. It also features a heated rooftop pool and co-working spaces.

Meanwhile, Placemakr Salt Lake City Downtown is surrounded by a “walkable mix of dining options and green spaces” and offers access to the Wasatch Mountains. Additionally, the property features a 24/7 gym and an on-site conference center.

With these first properties now accepting reservations, Hilton and Placemakr further their aim of institutionalizing apartment-style stays. Placemakr CEO Jason Fudin previously told Hotel Dive that the apartment-style accommodations sector is “going to be the fastest-growing category for the next decade.”

“Our goal is to make home-style stays, or apartment-style stays, institutionalized and to provide a high-quality consistent product and experience for both customers and real estate owners. We aim for this to become an institutional asset class, which we call flex living,” Fudin previously said.

Hilton competitors have also been eyeing growth in the apart-hotel space, including Marriott International, with its Apartments by Marriott Bonvoy brand, and Wyndham Hotels & Resorts, which partnered with residential hospitality management company Reside in late 2024.